Targeted marketing overlays for digital video recorders

ABSTRACT

A method for storing a television program in a Digital Video Recorder (DVR) and modifying the marketing in the television program to the user&#39;s location. The software embodiment of the present invention is a Rules Engine located in the DVR. The DVR records the television programming and the Rules Engine sends a program ID and a user ID to the service provider. A service provider program (SPP) receives the program ID and user ID and determines the user&#39;s location from the user ID. The SPP acquires local marketing content specific to the user&#39;s location based on the user ID and the marketing ID. The SPP sends the local marketing content back to the Rules Engine. The Rules Engine then modifies the marketing in the recorded television programming with the local marketing content and displays the television programming upon user request.

FIELD OF THE INVENTION

The present invention is related generally to methods for targetingadvertisements and marketing to users and specifically to a method fortargeting the marketing contained in the memory of a Digital VideoRecorder (DVR) to the user.

BACKGROUND OF THE INVENTION

Advertisers prefer to target their advertising and marketing(collectively hereafter, “marketing”) to specific groups of consumers.Advertisers prefer to target their marketing because marketing that istargeted to a specific group of consumers is more effective than massmarketing. When marketing by mail, the location of a consumer can beidentified by the consumer's address. The advertiser can define a groupof consumers by their state, city, zip code, neighborhood, or any othercriteria related to the consumers' addresses. Once the group is defined,the advertiser can then target the marketing to the specific group ofconsumers. Thus, when marketing by mail, advertisers are able to easilyidentify specific groups of consumers and modify their marketing totarget the specific group of consumers.

Unfortunately, advertisers who market on television have difficultyidentifying the location of the consumers. Advertisers are typicallylimited to defining the group of consumers as the consumers who arewithin the broadcast range of the television station, which may coverseveral cities or states. Advertisers would prefer to know the specificlocation of the consumers so that the advertisers could target theirmarketing by classifying the groups of consumers by their state, city,or neighborhood. Therefore, a need exists in the art for a method ofidentifying the location of a plurality of consumers within thebroadcast range of a television signal so that advertisers can targettheir marketing to the consumers.

The invention of digital cable and satellite television has changed theway service providers and consumers use television. Unlike broadcasttelevision which is unilaterally transmitted to the user's television,digital cable and satellite television create a communications path inwhich data can be transmitted back and forth between the user'stelevision and the service provider. One of the most common tools thatuses this communication path is the interactive television programmingguide. The interactive television programming guide allows a user tobrowse the television programming on all channels and at any time intothe future. Thus, the user can choose to see the type of programmingthat is on the television at a particular hour of a particular day.These features are made possible because the cable set-top box,satellite receiver, or Digital Video Recorder (DVR) sends a user ID tothe service provider in conjunction with the request for additionaldata. The service provider acquires the information requested by theuser and sends the requested information back to the location associatedwith the user ID. The user ID is useful because the user ID correlatesto a user profile stored at the service provider. Until now, the serviceprovider has been the only party to access the user profile. However, ifan advertiser accessed the user profile, then the advertiser coulddetermine the location of the consumer. Therefore, a need exists for amethod of identifying the location of a consumer by his user ID so thatadvertisers can target their marketing to the consumer.

A Digital Video Recorders (DVR) is a device that digitally recordstelevision programming for later viewing. A user may also use a DVR topause live television programming until the user is ready to continuewatching the paused television programming. DVRs are well known in theart as evidenced by the DVRs produced under the trademarks TIVO® andREPLAY TV®. When DVRs are used in conjunction with digital cable andsatellite, a user can instruct a DVR to record a specific show atspecific time. The storage of the television program in the DVR memorycreates an opportunity for an advertiser to target the marketingcontained in the television program to the user. Therefore, a needexists for a method for modifying the marketing stored in the memory ofa DVR so that the marketing can be targeted to a consumer based on theinformation in the user's profile.

SUMMARY OF THE INVENTION

The present invention, which meets the needs identified above, is amethod for storing a television program in a Digital Video Recorder(DVR) and customizing the marketing in the television program to theuser. The software embodiment of the present invention is a Rules Enginelocated in the DVR. The DVR records the television programming and theRules Engine sends a program ID and a user ID to the service provider. Aservice provider program (SPP) receives the program ID and user ID anduses the user ID to determine the user's location from a user profile.The SPP acquires local marketing content specific to the user based onthe user's location and the program ID. Local marketing content optionsinclude add-on marketing, overlay marketing, and replacement marketing.The SPP then sends the local marketing content back to the Rules Enginein the DVR. If the SPP does not have any local marketing content for theuser, then the SPP sends a message to the Rules Engine indicating thatthere is no local marketing content. The Rules Engine then modifies themarketing in the recorded television program with the local marketingcontent and displays the television program containing the modifiedmarketing upon user request.

BRIEF DESCRIPTION OF THE DRAWINGS

The novel features believed characteristic of the invention are setforth in the appended claims. The invention itself, however, as well asa preferred mode of use, further objectives and advantages thereof, willbest be understood by reference to the following detailed description ofan illustrative embodiment when read in conjunction with theaccompanying drawings, wherein:

FIG. 1 is an illustration of the communications paths of the presentinvention;

FIG. 2 is an illustration of the Digital Video Recorder (DVR) of thepresent invention;

FIG. 3 is an illustration of the service provider computer of thepresent invention;

FIG. 4 is an illustration of the logic of the Rules Engine of thepresent invention; and

FIG. 5 is an illustration of the logic of the Service Provider Program(SPP) of the present invention.

DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENT

As used herein, the term “add-on marketing” shall mean local marketingcontent that is displayed in addition to original marketing, eitherbefore or after the original marketing.

As used herein, the term “computer” shall mean a machine having aprocessor, a memory, and an operating system, capable of interactionwith a user or other computer, and shall include without limitationdesktop computers, notebook computers, tablet computers, personaldigital assistants (PDAs), servers, handheld computers, and similardevices.

As used herein, the term “Digital Video Recorder (DVR)” shall mean amachine that receives television programming and stores the televisionprogramming in memory or on a disk. The DVR may be integrated into acable set-top box, a satellite receiver, or the television.

As used herein, the term “local marketing content” shall mean marketingthat is targeted to a group of people in a specific area, such as acity, zip code, or area code. Local marketing content includes add-onmarketing, overlay marketing, and replacement marketing.

As used herein, the term “marketing” shall mean an activity thatattracts peoples' attention to a specific concept, service, or product.

As used herein, the term “modified marketing” shall mean marketing thatwas original marketing, but has been modified using local marketingcontent.

As used herein, the term “original marketing” shall mean the marketingthat an advertiser or service provider inserts into televisionprogramming

As used herein, the term “overlay marketing” shall mean local marketingcontent that is placed over original marketing.

As used herein, the term “program ID” shall mean a unique number thatidentifies a specific advertisement, marketing program, or commercial.

As used herein, the term “replacement marketing” shall mean localmarketing content that replaces the original marketing content.

As used herein, the term “service provider” shall mean a person ororganization that transmits television programming and marketing to aplurality of users.

As used herein, the term “television programming” shall mean theprograms, shows, and marketing that a service provider transmits to aplurality of users.

As used herein, the term “user ID” shall mean a unique number thatidentifies a specific person, organization, group, or household.

FIG. 1 is an illustration of the communications network of the presentinvention. Television programming originates at service providercomputer 96 and is broadcast to satellite 90 via tower 93. Satellite 90transmits the television programming to satellite dish 91. Satellitedish 91 relays the television programming to the users' home 94 and intoDigital Video Recorder (DVR) 95. DVR 95 records the televisionprogramming in memory or on a disk and displays the televisionprogramming on television 92. The embodiment depicted in FIG. 1 is onlyone embodiment of a communications network that transmits televisionsprogramming to DVR 95 and television 92, and is not meant as anarchitectural limitation. Persons of ordinary skill in the art willappreciate that other communications networks may exists such as analogand digital cable TV (CATV) communications networks, broadcasttelevision communications networks, and the Internet.

The internal configuration of a DVR, including connection andorientation of the processor, memory, and input/output devices, is wellknown in the art. The present invention may be a method, a stand aloneDVR program, or a plug-in to an existing DVR program. Persons ofordinary skill in the art are aware of how to configure DVR programs,such as those described herein, to plug into an existing DVR program.Referring to FIG. 2, the methodology of the present invention isimplemented on software by Rules Engine 200. Rules Engine 200 is storedin memory 100. Alternatively, Rules Engine 200 can be stored in anexternal storage device such as a removable disk, a CD-ROM, or a USBstorage device. Memory 100 also contains television programs 110,marketing content 120, and DVR program 130. The present invention mayinterface with Rules Engine 200, television programs 110, marketingcontent 120, and DVR program 130 through memory 100.

Rules Engine 200 is the software program that requests targetingmarketing from service provider computer 96 and modifies the originalmarketing with any local marketing content received from serviceprovider computer 96. Television programs 110 are the televisionprogramming sent from service provider computer 96 that has beenrecorded and stored in memory 100 or on a disk. Marketing content 120 isthe marketing content sent from service provider computer 96 that hasbeen recorded and stored in memory 100 or on a disk. DVR program 130 isthe software program that DVR 95 uses to receive, record, store, anddisplay the television programming and marketing content.

As part of the present invention, memory 100 can be configured withRules Engine 200, television programs 110, marketing content 120, and/orDVR program 130. Processor 106 can execute the instructions contained inRules Engine 200, television programs 110, marketing content 120, and/orDVR program 130. Processor 106 is also able to display data on display102 and accept user input on user input device 104. Processor 106 andmemory 100 are part of a DVR such as DVR 95 depicted in FIG. 1.Processor 106 can communicate with service provider computer 96 andtelevision 92 via the communications network depicted in FIG. 1.

The internal configuration of a computer, including connection andorientation of the processor, memory, and input/output devices, is alsowell known in the art. The present invention may be a method, a standalone computer program, or a plug-in to an existing computer program.Persons of ordinary skill in the art are aware of how to configurecomputer programs, such as those described herein, to plug into anexisting computer program. Referring to FIG. 3, the methodology of thepresent invention is implemented on software by Service Provider Program(SPP) 300. SPP 300 is stored in memory 150. Alternatively, SPP 300 canbe stored in an external storage device such as a removable disk, aCD-ROM, or a USB storage device. Memory 150 also contains user profile160 and marketing content repository 170. The present invention mayinterface with SPP 300, user profile 160, and marketing contentrepository 170 through memory 150.

SPP 300 is a software program that receives requests from DVR 95 forlocal marketing content, obtains the local marketing content, andtransmits the local marketing content back to DVR 95. User profile 160is a database of the personal information for the service provider'ssubscribers. The subscribers' personal information comprises thesubscribers' names, addresses, cities, states, and zip codes. Persons ofordinary skill in the art are aware of other personal information thatmay be stored in user profile 160. Marketing content repository 170 is adatabase or computer file containing the local marketing content.Marketing content repository 170 includes overlay marketing, add-onmarketing, and replacement marketing. An example of add-on marketingwould be an advertisement promoting a special offer for a local branchof a nationwide retailer which is displayed after a nationwide retaileradvertisement. An example of overlay marketing would be a map from theuser's house to a retail dealer of the advertised goods or services.Overlay marketing can also be the local incentives offered on productswhen a nationwide advertisement is displayed. Overlay marketing caninclude images, animation, or text. An example of replacement marketingwould be a local advertisement that replaces a nationwide advertisement.

As part of the present invention, memory 150 can be configured with SPP300, user profile 160, and/or marketing content repository 170.Processor 152 can execute the instructions contained in SPP 300, userprofile 160, and/or marketing content repository 170. Processor 152 andmemory 150 are part of a computer such as service provider computer 96in FIG. 1. Processor 152 can communicate with DVR 95 via thecommunications network depicted in FIG. 1.

In alternative embodiments, SPP 300, user profile 160, and/or marketingcontent repository 170 can be stored in the memory of other computers.Storing SPP 300, user profile 160, and/or marketing content repository170 in the memory of other computers allows the processor workload to bedistributed across a plurality of processors instead of a singleprocessor. Further configurations of SPP 300, user profile 160, and/ormarketing content repository 170 across various memories, such as clientmemory and server memory, are known by persons of ordinary skill in theart.

FIG. 4 is an illustration of the logic of Rules Engine 200 of thepresent invention. Rules Engine 200 is a program that obtains localmarketing from service provider computer 96, modifies the originalmarketing with the local marketing content, and displays the modifiedmarketing along with the television programming. Rules Engine 200 starts(202) when the user instructs DVR 95 to record a television program.Rules Engine 200 records the television program per the user'sinstructions (204). Rules Engine 200 then sends the user ID and theprogram ID to the service provider (206). The user ID is a number orcode that identifies the user and may be the user's account number. Theprogram ID is a number or code that identifies a specific advertisement,commercial, or television program. Rules Engine 200 then waits for aresponse from service provider computer 96.

At step 208, Rules Engine 200 determines if Rules Engine 200 hasreceived a message indicating that there is no local marketing contentfor the recorded television programming (208). If Rules Engine 200received a message indicating that there is no local marketing contentfor the recorded television programming, then Rules Engine 200 displaysthe recorded television programming with the original marketing whenprompted by the user (210). Rules Engine 200 then ends (224). If RulesEngine 200 has not received a message indicating that there is no localmarketing content for the recorded television programming, then RulesEngine 200 determines if Rules Engine 200 has received local marketingcontent from service provider computer 96 (212). If Rules Engine 200 hasnot received local marketing content from service provider computer 96,then Rules Engine 200 returns to step 208. If Rules Engine 200 hasreceived local marketing content from service provider computer 96, thenRules Engine 200 proceeds to step 214.

At step 214, Rules Engine 200 determines if the local marketing contentis overlay, add-on, or replacement marketing (214). If Rules Engine 200determines that the local marketing is add-on marketing, then RulesEngine 200 inserts the add-on marketing into the television program perthe instructions in the add-on marketing (216), and proceeds to step222. If Rules Engine 200 determines that the local marketing isreplacement marketing, then Rules Engine 200 substitutes the replacementmarketing for the original marketing in the television programming(218), and proceeds to step 222. If Rules Engine 200 determines that thelocal marketing is overlay marketing, then Rules Engine 200 places theoverlay marketing over the original marketing in the televisionprogramming (220), and proceeds to step 222. At step 222, Rules Engine200 displays the recorded television programming with the modifiedmarketing when prompted by the user (222). Rules Engine 200 then ends(224).

FIG. 5 is an illustration of the logic of Service Provider Program (SPP)300. SPP 300 is a computer program that acquires the local marketingcontent that Rules Engine 200 requested, and sends the local marketingcontent back to Rules Engine 200. SPP 300 starts (302) when the serviceprovider broadcasts television programming to the subscribers. SPP 300receives the user ID and the program ID from Rules Engine 200 (304). SPP300 then determines the user's location from the user ID (306). SPP 300may determine the user's location by referencing the user profileassociated with the user ID and determining the user's locationincluding the user's address, zip code, or telephone number. The userprofile may be like user profile 160 depicted in FIG. 3.

SPP 300 then determines whether there is local marketing contentassociated with the user's location (308). If SPP 300 determines thatthere is local marketing content associated with the user, then SPP 300acquires the local marketing content from the marketing contentrepository and sends the local marketing content to DVR 95 (310). Themarketing content repository may be like marketing content repository170 depicted in FIG. 3. In acquiring the local marketing content, SPP300 acquires the local marketing content for the user's location thatrelates to the marketing identified by the program ID. In other words,SPP 300 acquires the local marketing content only for the user'slocation and only for the marketing that the user has recorded on DVR95. If SPP 300 determines that there is local marketing contentassociated with the user's location, then SPP 300 sends a message to DVR95 indicating that there is no local marketing content associated withthe user's location (312). SPP 300 then ends (314).

With respect to the above description, it is to be realized that theoptimum dimensional relationships for the parts of the invention, toinclude variations in size, materials, shape, form, function, manner ofoperation, assembly, and use are deemed readily apparent and obvious toone of ordinary skill in the art. The present invention encompasses allequivalent relationships to those illustrated in the drawings anddescribed in the specification. The novel spirit of the presentinvention is still embodied by reordering or deleting some of the stepscontained in this disclosure. The spirit of the invention is not meantto be limited in any way except by proper construction of the followingclaims.

1. A method for modifying a marketing stored within a memory of aDigital Video Recorder (DVR) comprising: receiving a television programfrom a service provider; wherein the television program contains anoriginal marketing; storing the television program in the memory;sending a user ID and a program ID to the service provider; determiningwhether a local marketing content has been received; responsive to thedetermination that the local marketing content has been received,creating a modified marketing by modifying the original marketing withthe local marketing content; and displaying the television program withthe modified marketing upon a user request.
 2. The method of claim 1further comprising: determining whether a message indicating that nolocal marketing content exists for the television program has beenreceived; and responsive to the determination that the messageindicating that no local marketing content exists for the televisionprogram has been received, displaying the television program with theoriginal marketing upon the user request.
 3. The method of claim 2further comprising: responsive to the determination that the localmarketing content has been received, determining whether the localmarketing content is add-on marketing; and responsive to thedetermination that the local marketing content is add-on marketing,creating the modified marketing by adding the add-on marketing into thetelevision program without modifying the substance of originalmarketing.
 4. The method of claim 3 further comprising: responsive tothe determination that a local marketing content has been received,determining whether the local marketing content is replacementmarketing; and responsive to the determination that the local marketingcontent is replacement marketing, creating the modified marketing byreplacing the original marketing with the replacement marketing.
 5. Themethod of claim 4 further comprising: responsive to the determinationthat a local marketing content has been received, determining whetherthe local marketing content is overlay marketing; and responsive to thedetermination that the local marketing content is overlay marketing,creating the modified marketing by placing the overlay marketing overthe original marketing.
 6. A method for modifying a marketing storedwithin a memory of a Digital Video Recorder (DVR) comprising: receivinga user ID and a program ID; determining the location of a user based onthe user ID; determining whether a local marketing content exists for atelevision program based on the program ID; and responsive to thedetermination that the local marketing content does exist, sending thelocal marketing content to the DVR.
 7. The method of claim 6 furthercomprising: responsive to the determination that the local marketingcontent does not exist, sending a message to the DVR indicating thatthere is not any local marketing content.
 8. The method of claim 7wherein the location of the user is determined by cross-referencing theuser ID with information stored in a user profile.
 9. The method ofclaim 8 wherein the local marketing content is add-on marketing.
 10. Themethod of claim 8 wherein the local marketing content is replacementmarketing.
 11. The method of claim 8 wherein the local marketing contentis overlay marketing.
 12. An apparatus for modifying a marketing storedwithin a memory of a Digital Video Recorder (DVR) comprising: a storagemedium; wherein the storage medium comprises instructions for aprocessor to perform steps comprising: receiving a television programfrom a service provider; wherein the television program contains anoriginal marketing; storing the television program in the memory;sending a user ID and a program ID to the service provider; determiningwhether a local marketing content has been received; responsive to thedetermination that the local marketing content has been received,creating a modified marketing by modifying the original marketing withthe local marketing content; and displaying the television program withthe modified marketing upon a user request.
 13. The apparatus of claim12 further comprising: determining whether a message indicating that nolocal marketing content exists for the television program has beenreceived; and responsive to the determination that the messageindicating that no local marketing content exists for the televisionprogram has been received, displaying the television program with theoriginal marketing upon the user request.
 14. The apparatus of claim 12further comprising: responsive to the determination that the localmarketing content has been received, determining whether the localmarketing content is add-on marketing; and responsive to thedetermination that the local marketing content is add-on marketing,creating the modified marketing by adding the add-on marketing into thetelevision program without modifying the substance of originalmarketing.
 15. The apparatus of claim 12 further comprising: responsiveto the determination that a local marketing content has been received,determining whether the local marketing content is replacementmarketing; and responsive to the determination that the local marketingcontent is replacement marketing, creating the modified marketing byreplacing the original marketing with the replacement marketing.
 16. Theapparatus of claim 12 further comprising: responsive to thedetermination that a local marketing content has been received,determining whether the local marketing content is overlay marketing;and responsive to the determination that the local marketing content isoverlay marketing, creating the modified marketing by placing theoverlay marketing over the original marketing.
 17. An apparatus formodifying a marketing stored within a memory of a Digital Video Recorder(DVR) comprising: a storage medium; wherein the storage medium comprisesinstructions for a processor to perform steps comprising: receiving auser ID and a program ID; determining the location of a user based onthe user ID; determining whether a local marketing content exists for atelevision program based on the program ID; and responsive to thedetermination that the local marketing content does exist, sending thelocal marketing content to the DVR.
 18. The apparatus of claim 17further comprising: responsive to the determination that the localmarketing content does not exist, sending a message to the DVRindicating that there is not any local marketing content.
 19. Theapparatus of claim 17 wherein the location of the user is determined bycross-referencing the user ID with information stored in a user profile.20. The apparatus of claim 17 wherein the local marketing content isadd-on marketing.
 21. The apparatus of claim 17 wherein the localmarketing content is replacement marketing.
 22. The apparatus of claim17 wherein the local marketing content is overlay marketing.
 23. Anapparatus for modifying a marketing stored within a memory of a DigitalVideo Recorder (DVR) comprising: receiving a television program from aservice provider; wherein the television program contains an originalmarketing; storing the television program in the memory; sending a userID and a program ID to the service provider; receiving the user ID andthe program ID; determining the location of a user based on the user ID;determining whether a local marketing content exists for the televisionprogram based on the program ID; responsive to the determination thatthe local marketing content does exist, sending the local marketingcontent to the DVR; determining whether the local marketing content hasbeen received; responsive to the determination that the local marketingcontent has been received, creating a modified marketing by modifyingthe original marketing with the local marketing content; displaying thetelevision program with the modified marketing upon a user request;determining whether a message indicating that no local marketing contentexists for the television program has been received; responsive to thedetermination that the message indicating that no local marketingcontent exists for the television program has been received, displayingthe television program with the original marketing upon the userrequest; responsive to the determination that the local marketingcontent has been received, determining whether the local marketingcontent is add-on marketing; responsive to the determination that thelocal marketing content is add-on marketing, creating the modifiedmarketing by adding the add-on marketing into the television programwithout modifying the substance of original marketing; responsive to thedetermination that a local marketing content has been received,determining whether the local marketing content is replacementmarketing; responsive to the determination that the local marketingcontent is replacement marketing, creating the modified marketing byreplacing the original marketing with the replacement marketing;responsive to the determination that a local marketing content has beenreceived, determining whether the local marketing content is overlaymarketing; responsive to the determination that the local marketingcontent is overlay marketing, creating the modified marketing by placingthe overlay marketing over the original marketing; responsive to thedetermination that the local marketing content does not exist, sending amessage to the DVR indicating that there is not any local marketingcontent; and wherein the location of the user is determined bycross-referencing the user ID with information stored in a user profile.24. The apparatus of claim 17 wherein the local marketing content isadd-on marketing.
 25. The apparatus of claim 17 wherein the localmarketing content is replacement marketing.
 26. The apparatus of claim17 wherein the local marketing content is overlay marketing.